Social Media Pumps Oxygen to Strong 1Q

Oxygen posted the highest-rated quarter in the women’s-targeted cable network’s history during the first quarter of 2010, and it tipped its hat to its Oxygen Live social-media initiative for helping to drive viewership.

On the television side, Oxygen ranked No. 18 in networks for women 18-34, No. 22 for women 18-49, and No. 26 for adults 18-49, posting quarterly average viewers for those groups of 115,000, 200,000, and 271,000, respectively.

As for the Web, Oxygen said its Bad Girls Club has steadily accounted for five or more of the top-10 trending topics on Twitter Tuesday nights, when the show airs, and it ranked No. 10 on the microblogging service for the entire week last week.

Oxygen.com shared in the success, as well, with unique visitors up 99 percent versus the first quarter of 2009, video streams up 196 percent, and page views up 109 percent, giving the site its best quarter ever. And Oxygen Mobile saw page views rise 117 percent versus the year-ago period and unique visitors soar 144 percent.